How We Watch TV: Audiences Are Quickly Migrating to Streaming Viewing

Only 18% of Video Viewing by Millennials is Real-time Broadcast or
Cable TV

July 14, 2015 09:00 AM Eastern Daylight Time

NEW YORK & LOS ANGELES & REDWOOD CITY, Calif.--(BUSINESS WIRE)--With the ubiquity of media devices and screens, media consumers are now
watching an astounding 8.25 hours of video every day. But the viewing is
increasingly fragmented, with consumers spending more time watching
streaming videos and programs on digital devices, and less watching
traditional TV. These are the findings of “TV, Video and Viewers
2015,” a new report from media industry research firm SmithGeiger
LLC and streaming television company Net2TV Corp.

Leading this shift, 18- to 34-year-old Millennials are spending only 18
percent of their video-viewing time watching traditional broadcast and
cable TV. Fully 61 percent of their overall viewing is being done on
digital devices (e.g., computers, tablets, smart phones). For older
adults, ages 35 to 44, real-time viewing of broadcast or cable TV is
only slightly larger – accounting for 27 percent of their total
video-viewing time.

“This survey confirms that audiences are making streaming video an
increasing share of their total news and entertainment consumption,”
said Dr. Seth Geiger, president and co-founder of SmithGeiger. “The
results also show that habits are changing rapidly, and that every age
group is participating in that shift.”

The shift to non-linear content on digital platforms includes both
long-form programming and shorter “snackable” videos. The survey results
indicate long-form programming maintains its popularity, but is
increasingly shifting to non-linear platforms. Media consumers are
routinely watching content as long as 30 minutes on smartphones and
tablets, and for longer than an hour on tablets and connected TVs. This
is consistent with Net2TV’s measured viewership numbers that show 96
percent completion rates for shows on its Portico TV app.

“As our partners know, online audiences behave a lot like television
audiences as long as the programming is engaging, well-produced and
delivered without buffering and stuttering,” said Jim Monroe, co-founder
and senior vice president of Net2TV.

These finding are based on an online survey conducted from June 2
through June 5, 2015, of 1,020 18- to 54-year-old adults living in the
U.S. who consume at least five minutes of rich media content on any
platform on a weekly basis.

About Net2TV

Net2TV Corporation is a streaming television company that provides
partners with distribution, curation, monetization and strategic
guidance to build successful streaming video businesses. For more
information, visit www.net2tv.com.

About SmithGeiger

SmithGeiger LLC is a leading entertainment and media research and
consulting firm working with the most recognized media and consumer
brands. For more information, visit www.smithgeiger.com.